System and Method for Managing a Loyalty Program Via an Association Network Infrastructure

ABSTRACT

A system and method for providing a loyalty program by utilizing a pre-existing association network. When a consumer is registered with the program, the consumer&#39;s personal information is stored in a database and associated with a token ID. The token is capable of initiating a transaction message request over an association network when used in conjunction with a merchant transaction system. A program manager is provided that includes an association network interface for receiving over the association network the transaction request message initiated by the token at a merchant, where the transaction request message includes a first set of transaction information regarding a consumer-initiated product purchase transaction. The program manager is then configured to store the first set of transaction information, transmit to the merchant a response message that includes an indication that the token cannot provide tender for a product purchase, and utilize the first set of transaction information to facilitate the identification of one or more rewards for the consumer.

TECHNICAL FIELD OF THE DISCLOSURE

The present invention relates to a loyalty and reward program, and inparticular to a loyalty and reward program capable of tracking andprocessing rewards utilizing the pre-existing infrastructure of anassociation network.

BACKGROUND OF THE DISCLOSURE

In order to attract and retain customers, many merchants, such asairlines, hotels car rental companies, chain retailers, telecomproviders, and the like have historically implemented frequent useprograms that offer awards for incentives schemes based on purchasesmade by that customer. One type of loyalty program is generally referredto as a closed loop program. A closed loop program involves a singlemerchant database to verify and store transaction information. Thisdatabase typically is built by the merchant, or subcontracted to anoutside vendor for this purpose, and is operated and maintained withinthe IT infrastructure of the merchant or it's vendor.

In a typical closed loop program, when a customer is at a point of sale(POS) terminal they will at some point in the transaction scan theircustomer loyalty number (either by physically scanning a card, punchingin their customer ID or using any other token that a merchant may havechosen to track customer information). This ID is then passed to theloyalty database where information about the current transaction istypically stored. Information about offers and rewards may then bepassed back to be included with the current transaction in some form.After (or during) the process of scanning goods and establishing prices,the merchant could therefore potentially offer promotions. For example,a loyalty customer for a grocery store could receive a 20% discount onhis purchase (or potentially a single item) based on what he purchasedand contingent on the fact that he is a loyalty cardholder and hadprovided his loyalty number during the course of the purchasetransaction. After promotions or other rewards have been established,the customer then provides tender for the transaction. Tender is oftencash, credit, check and the like. In the case of credit or debit, a dataflow is generated through a network association (i.e. Visa, MasterCard,Discover, American Express, etc.) to a processor and a response(approval/decline) is typically provided.

To implement a closed loop loyalty program for a merchant, uniquehardware or software must be installed at the merchant's point of saleto collect user's purchase information. Because of the necessary expenseof these systems, many merchants are prevented from utilizing suchservices and thus are very limited in the types of loyalty orpromotional programs they can offer. This presents a difficult obstaclefor many merchants and in particular, many local businesses havedifficulty competing with regional and national chains. Thesebusinesses' fate initially depends on a local, loyal customer base.However attracting this type of customer in an area where a resourcerich larger company has recently moved in or is already doing businessmay present a problem as the large companies can afford the overheadcost of running and administering these programs unlike many otherbusinesses. For example, a small family owned coffee shop may want toaward reward points to allow users to redeem accumulated reward pointsfor free or discounted coffee, but they are unable to do so due to theaforementioned high costs involved. A national chain, on the other hand,may have no such issue.

Another type of loyalty program is generally referred to as an open loopprogram. Open loop loyalty programs are typically run by credit cardissuers and aggregate rewards with a particular merchant or class ofmerchants (i.e. airline reward cards). In an open loop program, acustomer is not able to obtain a reward or discount at the time of thepurchase and is generally not rewarded for frequenting any particularmerchant. In particular, after the goods have been added to thetransaction and prices have been established, the customer providestheir form of payment, which is typically a credit card issued by theloyalty program manager on one of the large open loop networks, such asMasterCard, VISA, American Express, Discover and the like, whichheretofore have been used exclusively for transmission and approval offinancial transactions. An initial authorization request is then sentfrom the merchant to the card processor. This is utilized to collectdata for the loyalty program (which may be managed by the card processoror another entity linked to the card processor). Typically, the totalamount of the purchase is collected to determine awards which may berecorded as points. An acceptance or decline of the authorizationrequest is then transmitted back to merchant. After the transaction hassettled, the program can award points based on the customers qualifyingpurchases. For example, if Customer X spends $Y with his Reward CreditCard, he will receive Z points towards a flight on a participatingairline.

Thus, in order to obtain the benefit of an open loop system, thecustomer is required to only use the loyalty card (credit card) as aform of tender. Any purchases using tender other than the loyalty cardare not able to be included within this type of program. Open loopprograms also generally do not provide rewards specific to a merchantwhere the loyalty card is used, nor can they facilitate the applicationsof discounts or other offers at the time of purchase.

SUMMARY OF THE INVENTION

The present invention provides a system and method for providing bothmerchant-specific and non-merchant specific rewards through a low costloyalty program utilizing a pre-existing association network. In oneaspect, the invention may include a method comprising the steps of (1)registering a consumer with the loyalty program, where said registrationincludes obtaining personal information for the consumer and associatingwith the consumer a token capable of initiating an transaction messagerequest over an association network when used in conjunction with amerchant transaction system; (2) receiving the transaction requestmessage initiated by the token, where said transaction request messageincludes a first set of transaction information regarding aconsumer-initiated product purchase transaction; (3) obtaining the firstset of transaction information from the received transaction requestmessage; (4) transmitting, to the merchant, a response message inresponse to the transaction request message, wherein the responsemessage includes an indication that the token cannot provide tender fora product purchase; and (5) utilizing at least part of the first set oftransaction information to facilitate the identification of one or morerewards for the consumer.

In another aspect, the present invention may also include a systemhaving a user interface for obtaining personal information for aconsumer and a token capable of initiating a transaction message requestover an association network when used in conjunction with a merchanttransaction system. The system further includes an association networkinterface for receiving over the association network the transactionrequest message initiated by the token at a merchant, and transmittingto the merchant a response message in response to the transactionrequest message. The transaction request message may includes a firstset of transaction information regarding a consumer-initiated productpurchase transaction, and the response message may include an indicationthat the token cannot provide tender for a product purchase. The systemmay also include a database for storing the personal information of theconsumer and the first set of transaction information. The first set oftransaction information may then be utilized to facilitate theidentification of one or more rewards for the consumer. In oneembodiment, the system may also include a communication networkinterface for establishing a link with a merchant system over acommunication network to obtain a second set of transaction information,which may also be utilized to facilitate the identification of rewards.

BRIEF DESCRIPTION OF THE FIGURES

Various embodiment of the disclosure are now described, by way ofexample only, with reference to the accompanying figures.

FIG. 1 shows one embodiment of a loyalty program system in accordancewith the present invention.

FIG. 2 shows one embodiment of a process for administering and managingthe loyalty program in accordance with one aspect of the presentinvention.

FIG. 3 shows one embodiment of a process for administering and managingthe loyalty program in accordance with another aspect of the presentinvention.

Skilled artisans will appreciate that elements in the figures areillustrated for simplicity and clarity and have not necessarily beendrawn to scale. For example, the dimensions and/or relative positioningof some of the elements in the figures may be exaggerated relative toother elements to help improve the understanding of various embodimentsof the present disclosure. Also, common but well-understood elementsthat are useful or necessary in a commercially feasible embodiment arenot often depicted in order to facilitate a less obstructed view ofthese various embodiments of the present disclosure. It will be furtherappreciated that certain actions and/or steps may be described ordepicted in a particular order of occurrence while those skilled in theart will understand that such specificity with respect to sequence isnot actually required. It will also be understood that the terms andexpressions used herein are to be defined with respect to theircorresponding respective areas of inquiry and study except wherespecific meaning have otherwise been set forth herein.

DETAILED DESCRIPTION OF THE DISCLOSURE

The present invention is a system and method that provides amaintainable, low cost loyalty program by utilizing a pre-existingassociation network, such as a credit card network (which virtually allmerchants already have access to if they accept credit transactions), totrack consumer information and process rewards. FIG. 1 illustrates oneexemplary embodiment of a system in accordance with the presentinvention. In this embodiment, the system includes a program manager 100capable of communicating with merchants 140 via an association network120. In accordance with the present disclosure, a merchant 140 may beany provider of products (which may be goods, services, downloadablecontent, etc.), including manufacturers, wholesalers, retailers, or thelike, that has the capability to process transactions using anassociation network. An association network may be any credit cardassociation network, such as Visa, MasterCard, Discover, AmericanExpress, and the like. It should also be understood that a credit cardassociation network is not limited only to use by credit cards, but mayalso be used for debit card transactions or similar form of tender.

As will be set forth in further detail below, the program manager 100 isresponsible for receiving merchant-initiated transactions from theassociation network 120, responding to those transactions, andcollecting information necessary to manage and implement the loyaltyprogram. In one embodiment, this information is collected frommerchant-initiated transactions over the association network 120.Additionally, as shown in FIG. 1, the program manager may also becapable of establishing a direct link with a merchant POS systems usinga communication network 130 in order to obtain additional data followingthe merchant-initiated transaction. The communications network may beany network through which data can be exchanged between the merchant 140and the program manager 100, including the Internet, a Wide Area Network(WAN), a telephone circuit-switched network, or the like. Also, althoughthe program manager 100 is illustrated as a single entity, it should beunderstood the program manager 100 may be operated by a single companyor several companies cooperating together to provide the servicesdescribed below.

The program manager 100, as illustrated in FIG. 1, may include acontroller 102 for managing communications and data in accordance withthe loyalty program described herein, an association network interface104 to receive and respond to merchant-initiated transactions over theassociation network 120, and a communication network interface 106 tocommunicate with merchant systems over the communication network 130.The program manager 100 may also include a user interface 108 configuredto permit users (also referred to herein as participants or consumers)to register with the loyalty program, manage and update theirinformation, check their rewards, and the like. The user interface 106may be any type of known interface, including a web site, an interactivevoice response system, a proprietary widget, etc.

In one embodiment, when a consumer 150 registers to become a participantof the loyalty program they are requested to provide certain personalinformation. This may include their name, address, phone number, e-mailaddress and such. Upon registration, the participant is also providedwith a token 160 having an ID number. As will be described in moredetail below, the token may then be utilized by the consumer during amerchant transaction to participate in the loyalty program describedherein. The token may be any element (either physical or virtual) thatallows a customer to identify themselves using elements recognized byAssociation Networks. For example, in an embodiment where theassociation network is a credit card network, the token may be in theform of a card that is associated with a 16 digit code and has amagnetic strip that can be scanned at a typical merchant POS terminalsimilar to a credit or debit card. The token may also be in the form ofa PayPass® or any other device capable of initiating an authorizationrequest to a credit card network. In yet another embodiment, a token IDnumber may simply be provided to the consumer without any physicaldevice, in which case the consumer would need to key in their tokennumber.

As shown in FIG. 1, a database 110 may also be provided to storeparticipant information 112 related to each of the participants 150 ofthe system. The participant information 112 may include point of saledata 114, program participant data 116, and merchant transaction data118. The point of sale data 114 preferably includes information obtainedfrom a merchant-initiated transaction transmitted over an associationnetwork 120. The program participant data 116 preferably includespersonal information provided by the participant when they registeredfor the loyalty program (such, as name, address, phone number, emailaddress, and/or other personal information) as well as a token ID numberassociated with the participant and any other information deemednecessary to facilitate management of any particular program. Themerchant transaction data 118 preferably includes detailed transactioninformation that was collected by the merchant at the time of thetransaction, and then obtained from the merchant via a link establishedover the communication network 140. Of course, it should be understoodthat although the database 104 is illustrated as being operated withinthe program manager, the database may be located at a location remotefrom the program manager. The database may also reside on a singleserver or distributed among multiple servers.

FIG. 2 illustrates one exemplary process for operating a loyalty programin accordance with the present invention. As with any purchasetransaction, the merchant first identifies the products being purchasedby a consumer in step 202. For example, at a brick and mortar store,this may include scanning the products and identifying their associatedprice. At an on-line store, this may involve having the consumerdesignate the products to be purchased in a virtual “cart.” The specificmethod of identifying the products and their associated price is notcritical to the present invention.

After the products are identified, the merchant requests a form oftender from the consumer to pay for the transaction. At this point,before providing the tender, the consumer provides a token to beprocessed by the merchant in step 204. For example, at a brick andmortar store, this may involve swiping a card or keying in a 16-digitcode at a POS terminal, similar to a credit or debit card transaction.At an online store, this step may involve entering the 16 digit codeassociated with the token via a website. The consumer also preferably,but not necessarily, informs the merchant that the consumer has provideda token associated with a loyalty program.

Processing of the token initiates an association network transactionover the association network 120 in step 206. In an embodiment where theassociation network 120 is a credit card network, the associationnetwork transaction may be in the form of any pre-defined transactionrequest message that is capable of being transmitted over the creditcard network. As examples, the transaction request message may be in theform of a balance inquiry message, an active/load message, anauthorization request, a partial authorization request, or the like.Unlike a typical credit card transaction, however, the transactionrequest message here is intended to terminate at the program manager 100rather than a bank or other credit card issuer. In another embodiment,the transaction request message may also be a message specificallycreated to be used only in conjunction with the loyalty programdescribed herein.

In step 208, the program manager 100 receives the transaction requestmessage and collects information embedded within the request, which isstored in database 110. Depending on the form of the transaction requestmessage, the collected information may include, for example, the priceof the identified products, an identifier of the merchant from which therequest was sent, an identifier of the POS terminal from which therequest was sent, the time stamp associated with the transaction requestmessage, and/or the ID number associated with the processed token. Thetransaction information is therefore preferably sufficient to associatea particular purchase transaction with a particular merchant.Additionally, as the program manager 100 also already possesses personaldata regarding the consumer (which includes the token ID number), thetransaction information (which also includes the token ID number) isalso sufficient to associate the purchase transaction with the consumer.

In step 212, the program manager 100 provides a response to thetransaction request message, and sends the response back to the merchantvia the association network 120. In an embodiment where the associationnetwork 120 is a credit card network, the response preferably providesan indication that the token cannot be used as tender to pay for thetransaction. For example if the transaction request message was abalance inquiry message, the response would preferably indicate abalance of zero (0) dollars. Similarly, if the transaction requestmessage was an authorization request, the response would preferably bein the form of a “decline transaction” message to indicate that theauthorization request was denied. Since the various types of pre-definedtransaction request and response messages described herein arewell-known in the art, their formation and transmission are notdiscussed in further detail here.

When the merchant receives the response message, the merchant willgenerally inform the consumer of the event and request that a differentform of payment be provided. In step 214, the merchant will then processthe transaction using a proper form of payment to complete thetransaction, such as an actual credit card, a debit card, cash, or thelike.

In step 216, the program manager 100 may then utilize the POSinformation obtained from the initiated authorization transaction todetermine whether the consumer is entitled to any rewards, such ascoupons, discounts, promotions, or the like. The program manager mayalso provide a report (either electronically or physically) to themerchant in step 220 indicating the consumer's activity, or fulfill therewards (directly, or through a third party) in step 222. The rewardsmay be processed and provided to the consumer in any manner and thepresent invention is not intended to be limited to any type of reward ormethod for providing them to the consumer.

Thus, in accordance with the process described in FIG. 2, the programmanager 100 is capable of collecting sufficient information tofacilitate a loyalty program for a merchant or a group of merchants(either cooperating with another or not) without requiring anymodification of any merchant's purchase processes or POS systems. Thecollected information is also stored completely within the systems ofthe loyalty program, and may in fact be accomplished without anycooperation on the part of the merchant, and without requiring themerchant to provide any information other than what is communicated whenthe consumer's token is processed. Indeed, as would be understood fromthe above, the merchant may have no knowledge regarding when or whattransaction information has been captured by the program manager 100.

FIG. 3 illustrates another embodiment of a process for operating aloyalty program in accordance with the present invention. Like theprocess described in FIG. 2, the process of FIG. 3 is configured toutilize existing transaction codes defined within an association networkto communicate POS transaction information from the merchant to theprogram manager 100. However, unlike the process in FIG. 2, the processof FIG. 3 describes a loyalty program where the merchant is capable offurther providing additional purchase transaction details to the programmanager 100 after the purchase is complete, as well as potentiallyreceiving information during the purchase transaction that mayfacilitate offers or other actions during the purchase.

As in step 202 above, the merchant identifies the products beingpurchased by the consumer, and their associated price, in step 302.However, in the embodiment illustrated in FIG. 3, step 302 may beperformed either before or after the consumer's token is processed. Instep 304, the participant's token is processed (either by swiping acard, keying in a number, or the like) and an association networktransaction is initiated by the merchant in step 306, which causes atransaction request message to be transmitted to the program manager100. At least part of the transmitted transaction information is thenalso stored by the merchant POS terminal in step 308, along withadditional details of the transaction, such as SKU numbers, specificprices of each product involved in the transaction, and the like. Aswill be described in more detail below, this is done so that a linkingtag can later be established between the merchant's systems and theprogram manager 100.

In one embodiment, the transaction request message may be in the form ofan authorization request, a partial authorization request, anactive/load transaction message or another type of pre-definedassociation network transaction request message capable of identifying adollar amount. If the products, and their associated price amounts, wereidentified before the authorization request was initiated, thetransaction message may then include the price total of the transaction(along with an identifier of the merchant from which the request wassent, an identifier of the POS terminal from which the request was sent,the time stamp associated with the transaction request, and/or the IDnumber associated with the processed token). However, if the products,and their associated price, were not identified before the transactionmessage was submitted, the identified amount may simply be either apredetermined dollar amount or a randomly generated dollar amount.

Of course, it should be understood that while it may be beneficial toutilize a transaction request message capable of identifying a dollaramount, it is contemplated that the transaction message may also be inthe from of other pre-defined messages, such as a balance inquirymessage, that do not identify a dollar amount information in themerchant-initiated request message but may be capable of identifying adollar amount in the response message. As described below, suchtransaction requests messages may, depending on the requirements of thesystem, facilitate certain functionality of the loyalty program due tothe additional information carried in the related response message.

In step 310, the program manager 100 receives the transaction requestmessage from the merchant. The program manager 100 may then identifycertain participant information associated with the token ID transmittedin the transaction message in step 312. For example, if provided withpromotional details and codes for a merchant in advance, the programmanager 100 may be configured to identify whether the participantqualifies for any specific rewards to be applied to the currenttransaction in step 314. In step 316, the program manager 100 sends aresponse message back to the merchant, preferably in a form that isappropriate in responding to the message type utilized for the initiatedtransaction message. The response message is then received by themerchant in step 318

Once received, the response message may also be used by the merchant'ssystems to facilitate a real-time generation of loyalty or promotionalrewards as part of the transaction in step 320. For instance, theresponse message may provide specifics about the customer's rewardstatus within the loyalty or promotion program that can be then used todrive specific offers or actions within the transaction. The specificdetails for determining what offers or actions to take may reside eitherwithin the program manager (in which case the information identifyingthe rewards is transmitted a part of the response) or within themerchant's system (in which case the merchant uses the providedinformation to identify the appropriate reward).

For example, in an embodiment where the transaction request messageinitiated by processing of the token by a merchant is in the form of abalance inquiry transaction message, a partial authorization request, orthe like, the response message may include a dollar amount typicallyused to identify a card balance. For purposes of this invention,however, this dollar amount may be generated based on information theprogram manager 100 has obtained regarding the consumer, the currenttransaction, and/or past transaction, and may then be used by themerchant to facilitate promotion activities. For instance, in responseto receiving a balance inquiry message initiated at a merchant thatprocesses a token, the program manager 100 may determine that theconsumer should be given a 10% discount on the current transaction. Theresponse message may then include a dollar amount of “10” in the balancefield of the message to indicate to the merchant that a 10% discountshould be applied. The dollar amount may also be used to provide otherinformation. For example, the balance amount identified in the responsemessage may be indicative of a status level of the consumer, provide anindication of the number of transactions the consumer has made at themerchant (or group of merchants), or other information that may beutilized in facilitating promotional programs.

Of course, it is understood that similar benefits may be obtained usingother transaction message request types (either pre-existing messagetypes that are typically used for credit card transactions, or custommessage types designed for use only with the loyalty program) so long asthe response message is configured to include one or more fields thatcan be updated on demand by the program manager 100. The field used toprovide information within a response message also need not be anumerical field, but may be any updatable field so long as the merchantsystem is configured to receive and interpret the transmittedinformation appropriately. For example, in one embodiment, a responsemessage may include one or more fields to identify to the merchant moredetailed rewards information, or the name, address, email, phone number,or other consumer information.

After the program manager 100 has received the POS information in step310, the program manager 100 has sufficient information to identify aparticular purchase transaction within the merchant's databases at alater time. Accordingly, in step 325, the program manager initiates alink between the program manager and the merchant's system, overcommunication network 130, to request additional transaction details. Inone embodiment, this is accomplished by the program manager 100transmitting a file or other communication to the merchant withsufficient information to identify a particular purchase transaction (orbatch of transaction). This information may include the POS terminal ID,date, time and potentially amount of the transaction. In step 326, themerchant then locates the specified transaction and communicates itsdetails (such as SKU level detail) back to the program manager, whichstores the transaction information in step 328.

The additional transaction information may then be used to furtherfacilitate the identification of rewards, which may then be provided tothe merchant in step 334 or fulfilled by the program manager 100 onbehalf of the merchant in step 336. The additional transactioninformation may therefore enable the implementation of loyalty orpromotion programs that can include offers tying specific products,merchants and/or time periods together.

In one embodiment, this additional transaction information may alsoprovide the program manager 100 with the ability to detect and respondto potential program abuses by consumers or others. For example, thetransaction details obtained from the merchant in step 330 can becompared and validated against the transaction information collected bythe program manager in step 310. This validation may be valuable toensure that a consumer is not given undeserved credit for a transactionthat was initiated but never completed. This validation would alsoestablish a solid audit trail of all potentially qualifying transactionsin a loyalty or promotion program, thus facilitating the effective andefficient resolution of any customer queries related thereto.

Based on the above description, it is evident that the present loyaltyprogram system and method provide numerous advantages over traditionalprograms. Unlike traditional programs, the present invention allowscollection of data from any merchants connected to an associationnetwork, with no (or minimal) special hardware or software required, andin some cases even without the knowledge or cooperation of the merchant.

The approach described herein also facilitates a wide variety ofpotential programs. For example, loyalty programs can be establishedthat group merchants in an almost limitless number of potentialconfigurations (geographic, store type, manufacture or supplier base,etc.). Because merchant transaction data can be collected without themerchant's participation, the present invention would also allow for thedevelopment of a customer database for a merchant with some level ofpurchase history already collected before the merchant has even signedup for a loyalty program.

Through the processes described above, the program manager is alsocapable of offering a variety of valuable services within a singleloyalty program. For instance, reporting of customer behavior can beprovided to the merchant and used for a variety of marketing andpromotional activities. Analysis (both real-time and after the fact) ofqualifying purchases against various program rules and parameters can beperformed to determine offers, awards or other actions to be taken withregard to a particular customer and/or transaction. The program manager100 can also utilize the obtained information to fulfill the actualawards or offers to the customer on behalf of the merchant (or group ofmerchants, either cooperating or not).

The flexibility of the system described herein also permits consumers toredeem rewards in any one of multiple ways. For example, depending onthe configuration of the system, the participant may redeem awardsearned from the transaction with the merchant at the time of thetransaction or at a later time, or may redeem the rewards with anothermerchant in the same marketing cluster, or may aggregate those offers orrewards with those of other merchants into an exchange account and thenredeem the aggregated rewards for goods or services from any approvedmerchant on the network. The participant's reward account data may alsobe utilized by the merchant so that the merchant may target additionalmarketing efforts at the user.

It should also be understood that the data flows described above aresuch that only the program manager can fully manage the loyalty program.This is because the merchant only knows details of the token beingprocessed and the specific purchases made within their stores. Themerchant therefore has no ability to link any particular purchase withany particular customer or to group purchases by customer or any otherprogram parameters (like purchases that customer X made between thedates of Y and Z). This is because the customer details collected whenthe customer signed up for the loyalty or promotion program are requiredto link the information from the POS initiated association networktransaction as well as the additional transaction information obtainedvia a link over a communication network.

Further advantages and modifications of the above described system andmethod will readily occur to those skilled in the art. The disclosure,in its broader aspects, is therefore not limited to the specificdetails, representative system and methods, and illustrative examplesshown and described above. Various modifications and variations can bemade to the above specification without departing from the scope orspirit of the present disclosure, and it is intended that the presentdisclosure cover all such modifications and variations provided theycome within the scope of the following claims and their equivalents.

1. A method for providing a loyalty program comprising: registering aconsumer with the loyalty program; said registration including obtainingpersonal information for the consumer and associating with the consumera token capable of initiating an transaction message request over anassociation network when used in conjunction with a merchant transactionsystem; receiving the transaction request message initiated by thetoken; said transaction request message including a first set oftransaction information regarding a consumer-initiated product purchasetransaction; obtaining the first set of transaction information from thereceived transaction request message; transmitting, to the merchant, aresponse message in response to the transaction request message, whereinthe response message includes an indication that the token cannotprovide tender for a product purchase; and utilizing at least part ofthe first set of transaction information to facilitate theidentification of one or more rewards for the consumer.
 2. The method ofclaim 1 wherein the association network is a credit card network.
 3. Themethod of claim 2 wherein the token is associated with a 16 digit code.4. The method of claim 2 wherein the token is a card having a magneticstrip.
 5. The method of claim 2 wherein the first set of transactioninformation includes information indicating the 16 digit code associatedwith the token.
 6. The method of claim 5 wherein the first set oftransaction information includes information indicating at least one ofa merchant or a point of sale terminal from which the transactionrequest message was transmitted.
 7. The method of claim 5 wherein thefirst set of transaction information includes a dollar amount related tothe consumer-initiated product purchase transaction.
 8. The method ofclaim 5 wherein the first set of transaction information includes a timestamp.
 9. The method of claim 2 wherein the transaction request messageis one of an authorization request message, a partial authorizationrequest message, an active/load transaction message, or a balanceinquiry message.
 10. The method of claim 2 wherein the response messageincludes information to facilitate the identification of one or morerewards for the consumer.
 11. The method of claim 10 wherein theresponse message include information to be used by a merchant toidentify whether the consumer qualifies for a reward to be applied to acurrent transaction.
 12. The method of claim 10 wherein the responsemessage includes information that identifies whether the consumerqualifies for a reward to be applied to a current transaction.
 13. Themethod of claim 12 wherein the response message includes a dollar amountvalue, the dollar amount value being indicative of a reward to beprovided to the consumer.
 14. The method of claim 1 further includinginitiating a link with a merchant system over a communication networkand requesting, from the merchant system, a second set of transactioninformation for the consumer-initiated product purchase transaction. 15.The method of claim 14 wherein second set of transaction information inthe merchant system is identified based on the previously received firstset of transaction information.
 16. The method of claim 14 wherein thesecond set of transaction information includes details of the productsinvolved in the consumer-initiated product purchase transaction.
 17. Themethod of claim 14 further including utilizing at least part of thesecond set of transaction information to facilitate the identificationof one or more rewards for the consumer.
 18. A loyalty program systemcomprising: a user interface for obtaining personal information for aconsumer; a token capable of initiating a transaction message requestover an association network when used in conjunction with a merchanttransaction system; an association network interface for receiving overthe association network the transaction request message initiated by thetoken at a merchant, and transmitting to the merchant a response messagein response to the transaction request message; wherein the transactionrequest message includes a first set of transaction informationregarding a consumer-initiated product purchase transaction, and theresponse message includes an indication that the token cannot providetender for a product purchase; and a database for storing the personalinformation of the consumer and the first set of transactioninformation; wherein the first set of transaction information isutilized to facilitate the identification of one or more rewards for theconsumer.
 19. The system of claim 18 further including a communicationnetwork interface for establishing a link with a merchant system over acommunication network to obtain a second set of transaction information.